New business website & full digital marketing strategy and implementation
The project
In 2006, already owning one of the UK’s leading subscription based dating websites, www.makefriendsonline.com, Primary Drive were ideally placed to identify a growing demand for free to use dating websites. To capitalise on this growing niche, the Smooch concept was developed as a free to use autonomous dating website and business. The clear challenge on this project would be to develop alternative revenue streams to substitute subscription fees and it be supported by cost effective marketing.
Solutions
Initial revenue stream plans were based around incorporating advertising on the website and facilitating affiliate business. Due to being supported by a detailed database, the advertising platform developed allowed targeted advertising to an expansive range of demographics. A monitoring system was also built into the system to allow clients to view clear statistical data of campaigns.
In further developing revenue streams, Primary Drive looked at quirkier solutions. Virtual Credits were introduced which allowed users to purchase and give virtual gifts online. Premium products were also developed which included a Premium paid for subscription and a SMS alerts system. To facilitate these revenues an integrated payment platform was built into the website.
As the business was reliant on substantial volume based traffic, the successful marketing of the website was crucial. From the launch of the site, Smooch utilised Primary Drive managed PPC (Pay Per Click) based campaigns as its key marketing method and continues to do so. Strategies are continuously analysed with detailed analytics and expansive AB testing to ensure campaigns are not only cost effective but also conversions are maximised. To support the online advertising comprehensive SEO (Search Engine Optimization) work was undertaken on the site including developing dynamic content and interacting with social networking sites.
Also key to the success of the website was visitor/member retention. To keeping visitors engaged when they were on the site member functions were enhanced. In addition to usual dating website account features such as individual profile management and photo uploads, numerous more interactive member features were introduced including live 1 to 1 chat and statistical profile feedback functions. The site was also developed to be uniquely intuitive to the visiting members by highlighting possible matches automatically based on registration data provided.
As part of the member retention strategy an automated system was developed which included email alerts and periodical reminders. An intelligent marketing management system incorporating analysis functions was also integrated into the admin section of the website.
As the site was planned to grow substantially in content organically and have extremely high traffic a bespoke server set up was used to house the site. As a Primary Drive subsidiary business, all planning, development, management and marketing for this website and business was done in-house.
Results
In the 4 years since its conception, Smooch has grown into the 5th largest dating website in the UK. Figures in Feb 2010 stand at 477,000 unique visitors per month and 100 million page views per month also. Average length of time on the site per visitor is a healthy 20 minutes. The site is in the Hitwise top 10 rankings for the dating industry and has also won numerous business awards.
Website
www.smooch.com